Wait, Is Under Armour Legitimately Stylish Now?

Traditionally the name Under Armour doesn't exactly evoke thoughts of capital-F "Fashion." But the performance-heavy athletic brand is hoping to change that. Today it released the first images from the Tim Coppens-designed UAS (Under Armour Sportwear) collection, a new label for which Coppens was recently named creative director. From the shots, it's clear the company is going all-in on the exploding popularity of athleisure—and taking things a step further.

The collection taps into the urban-skater vibe so popular among designers today and tempers that with a sort of tailored, technical element evident in pieces like a transparent parka ($349), the Draftday tailored sportcoat ($449) and an insulated vest ($199). Everything is available starting September 15 at high-end distributors like Barneys and Mr Porter, as well as uasportswear.com and Under Armour's own stores in New York, Boston, and Chicago.

Under Armour

According to Under Armour's official press release, "UAS is designed to capture the existing opportunity of a collection that goes beyond the comforts of casual active wear and the trusted functionality of innovative athletic wear." And to blend "these elements with Coppens' elevated style and aesthetic direction."

If anyone can pull it off, it's Coppens. He may not be a household name for most Under Armour fans, but the Belgian designer is well regarded for his modernist, street-inspired take on luxury sportswear. You don't have to take our word for it, either: He was a 2014 finalist for the LVMH Prize and a winner of the 2014 CFDA Swarovski Award for Menswear.

And just to add some extra juice to its fashion bona fides, UAS will be showing the full collection in a presentation during New York Fashion Week on September 15. Get ready. This might be just what the brand needs to take it to the next level.

A Part of Hearst Digital Media
Esquire participates in various affiliate marketing programs, which means we may get paid commissions on editorially chosen products purchased through our links to retailer sites.